Packaging strategies for the evolving rice and pulses market in India

Convenience and quality: The drivers

Consumers are increasingly seeking convenience in their busy lifestyles, and this trend is also pronounced in the context of packaged rice and pulses. Mintel research highlights that quicker cooking variants and innovative pre-cooked options are gaining traction. For instance, "quick cooking" is a priority when choosing loose or packaged pulses for 62% of current buyers of pulses. 

Incorporating new packaging features can add value and motivate consumers to buy packaged staples. In 2022, three in 10 Indian consumers say that resealable packaging will motivate them to purchase pre-packed staples (for example; rice, atta, pulses, poha, rawa). Additional features like on-pack measuring lines and cooking instructions can significantly enhance consumer engagement and satisfaction.

Health and safety: The trust builders

With growing concerns about food safety and adulteration, packaging that communicates health benefits and safety assurances is becoming crucial. Over a quarter (26%) of Indian consumers say they are concerned about the adulteration in grocery items such as spices and flour (atta). 

Mintel highlights the importance of clear communication regarding the absence of pesticides to build consumer trust. The straightforward nature of the "pesticide-free" claim resonates more with consumers than the widely-used “organic” claim. This focus on health and safety is not just a trend but a necessity in today's market landscape.

Regional preferences: Quality assurances and new concepts

Consumer preferences towards loose and packaged formats vary across regions – for instance, consumers in the South and West show a higher propensity to switch from loose to packaged formats. Brands can capitalise on this by introducing region-specific packaging that highlights local varieties and quality assurances.

Moreover, consumer preferences for pack sizes also vary by region. In the South, for instance, 48% of consumers prefer bulk purchases to stock up at home, while in the East, 40% prefer purchasing rice in smaller packs as needed.

Innovations in the category extend to unique gifting concepts that celebrate regional diversity, drawing ample inspiration from India's wide array of rice varieties. For example, India Gift Box’s Heritage Rice showcases a selection of distinctive rice varieties from across the country, such as the fragrant sukhdas from Uttar Pradesh, the mildly sweet kala bhat from West Bengal, and the bold and beautiful red-hued thavalai kanna matta from Kerala.

Sustainability: The future of farming is green, and so is packaging

Sustainability is emerging as a key consideration for consumers. The Government of India is already promoting and prioritising natural and organic farming as part of the country’s journey towards atma nirbharta (self-reliance). Data from Mintel Global New Products Database also shows that India is ahead of the global market in rice launches with claims like organic, all-natural and GMO-free between April 2023 and March 2024.

Mintel research suggests that with the rising impact of climate change, sustainable farming practices and eco-friendly packaging will become increasingly important in the next five years. Brands that adopt recyclable materials and environmentally friendly packaging solutions are likely to resonate more with the environmentally conscious consumer base.

Looking ahead

India's rice and pulses market is poised for innovation and adaptation. As brands emphasise convenience, safety, quality, and sustainability, packaging will play an integral role in meeting these evolving consumer expectations. By leveraging regional insights to tailor packaging formats and highlighting local varieties, brands can enhance consumer engagement and satisfaction. 

Moreover, the new concept of showcasing diverse rice varieties in a gift pack underscores packaging's potential not only to preserve cultural heritage but also to drive market differentiation. The strategic integration of these elements into packaging solutions will be crucial for brands aiming to navigate the competitive landscape and sustain long-term growth.

Dr Anamika Banerji, senior food and drink analyst, Mintel Reports India